Even the best real estate website creators in the world (such as those at Easy Agent Pro) can only go so far in helping the sites they build to generate leads for agents.
The rest is up to the agent. We’re not talking a major overhaul of your site – it’s pretty perfect when you fire it up.
What we mean is that the final step is one that you perform: personalization. And, yes, this step is the lynchpin in your real estate lead-generating website. It holds it all together.
Let’s take a look at 3 things you can do to help nudge those folks who visit your real estate website into the pipeline.
1. Testimonials are front and center on a lead-generating real estate website
Visitors to your website are hoping they’ve found the perfect real estate agent. But, they’re skeptical.
Which is why your website should lead with your most convincing, awe-inspiring testimonial. Above the fold. Prominently displayed so visitors can’t miss it.
You may need to edit that juicy tidbit of trust-inducing text so that it doesn’t interfere with other above-the-fold information. Just one line will suffice (two at the most).
This testimonial shouldn’t replace a dedicated testimonial page. And that page shouldn’t replace the sprinkling of powerful testimonials on pages throughout your site.
Everywhere your visitors land on your website, he or she should see what others say about you as an agent.
You might also consider producing some video testimonials. We discussed that recently, here.
2. Judicious use of lead magnets
Some people just want more than a jolt of trust – and you should offer it to them. A brilliant lead magnet can get visitors to cough up their contact information in exchange.
So, what makes a lead magnet “brilliant?”
- It must be something of value. Gone are the days that a “free home evaluation” was a lead magnet, so too for a subscription to your newsletter. Consider e-books, or actual, published, you-can-hold-it-in-your-hand books.
- Don’t delay their gratification. Offering an e-book? Let them know they can download it instantly.
- Allow your lead magnet to highlight your USP, but ensure that it isn’t over-the-top salesy.
Example: A friend is looking to build a casita on her daughter’s property. She took to the internet to look for builders in her area who specialize in “accessory dwelling units” and found a list of them on HomeAdvisor.com.
One of them offered a free site evaluation in exchange for her contact information. She gladly offered it up for something she considered quite valuable.
3. Lead-generating real estate website have lots of brilliant content
From the perfect agent bio to your blog and neighborhood/community pages, quality content is an important aspect of SEO on your lead-generating real estate website.
Sadly, there are some amazingly skimpy community pages on agent websites. Many don’t have neighborhood descriptions at all.
We’ve also seen descriptions ripped from Wikipedia, stolen from other area agents and even carbon copies of what is on the city’s or Chamber of Commerce’s website.
If your competition is ranking better than you in organic searches, it’s time to take a look at your content. And, the best place to start is with your community pages.
Take a look at some community/neighborhood page tips right here on Easy Agent Pro and check out examples from other agents:
- Kris Lindahl – Keep scrolling past the listings. Lindahl’s community pages are stuffed with valuable information.
- The Oppenheim Group – It’s not the description of the community that we were attracted to here. In fact, this description is used, word-for-word, on 27 other websites that we could find. There is absolutely no SEO value in it. But, scroll past it to the “Explore the Town” section. We find the information there quite valuable.
- Long & Foster – Winner of the “Community” category in Real Trend’s 2019 Website Rankings, there is lots to love here. The photos, which are typically lacking in other agents’ community pages, are yummy, numerous and welcome, we’re sure, by the site’s visitors. We clicked on “Arlington, VA” and landed on a page with information on things to do, housing in the area, public transportation and a section on “What Locals Love,” complete with screen shots of the attractions’ Yelp reviews. And lots and lots of photos. No, there’s not a lot of SEO going on here, but it’s a good start.
Bonus tip
You can’t generate real estate leads on your website if visitors can’t figure out how to contact you. Offer lots of options (call, text, email, etc.).
Then, ensure that your “Contact Us” buttons are easy to find and on each page of your site.